If you’ve ever dipped your toes into SEO forums, chances are you’ve stumbled across the term “LSI keywords”. It sounds technical (almost secretive), like something Google must be quietly using behind the scenes to rank pages.
Latent semantic indexing (LSI) is a technology that came out of the 1980s. It was built to analyze small sets of documents and figure out relationships between words.
Useful back then? Absolutely.
But it was never designed for the scale and complexity of the internet. And it certainly isn’t powering Google Search today.
In this article, we’ll clear up the confusion. We’ll talk about where the hype came from, what Google actually uses instead, and how you can use it to build B2B SEO content that search engines can interpret clearly and prospects find relevant.
Key Takeaways
- Google has confirmed multiple times that “there’s no such thing as LSI keywords.”
- Latent semantic indexing was an old 1980s technology and has nothing to do with how Google ranks content today.
- Google uses semantic search instead, which is the principle behind LSI**.** It relies on context, synonyms, related terms, entities, and intent to understand meaning.
- The right term is “semantic keywords.” These are related key phrases that signal depth and relevance, helping your content match the way real buyers research complex topics.
- You can use Google suggestions, competitor content, customer language, SEO tools, and content clustering to surface related keywords.
- Semantic keywords work best when they appear where they naturally fit.
What Are LSI Keywords?
The SEO industry loves a good buzzword, and “LSI keywords” became one of the stickiest.
In theory, LSI keywords are words and phrases that are related to your primary keyword. But Google has consistently stated for years that LSI keywords don’t exist and do not affect rankings.
John Mueller, one of Google Search Advocates, has said it plainly more than once — “there’s no such thing as LSI keywords.”
So how did this idea take off?
- It sounded scientific. Latent semantic indexing has that “straight out of a research lab” feel, so the concept spread quickly.
- Tools promoted it. Early keyword tools built entire features around “LSI keyword generators,” which reinforced the myth.
- It explained something real. Marketers realized that stuffing a single keyword no longer worked, and they needed a way to discuss related terms. “LSI” became shorthand for that shift.
So the term lived on as a kind of shorthand for “use related keywords.” And that’s where the confusion started.
But, again, while the term stuck, the reality is different. What we need to pay attention to isn’t LSI itself, but the broader principle behind it: semantics.
What Google Actually Uses Is “Semantic”
Google doesn’t use latent semantic indexing technology (it’s simply too old and limited). But it absolutely uses semantics, which is the broader field of understanding meaning and context in language.
Think about it this way: when you search for “Apple,” Google needs to know if you mean the fruit, the company, or even the record label. It makes that distinction through layers of semantic analysis and machine learning.
Here’s how Google semantic search comes into play:
- Synonyms. If someone types “Apple laptop” instead of “MacBook,” Google understands they’re talking about the same thing.
- Related terms. When the topic is Apple Inc., Google also expects to see words like “iPhone,” “App Store,” or “iOS” nearby. They act like context clues that confirm you’re talking about the company, not the fruit.
- Entities. Google’s Knowledge Graph helps map the different meanings — Apple the fruit, Apple the tech company, and Apple Records in music.
- Search intent. The phrasing of a query gives away what the person is after. For example, “apple pie calories” signals food, while “buy Apple Watch” points straight to the tech company.
So when you hear “LSI keywords,” translate it in your head to “semantic keywords.” These are contextually related phrases that help search engines understand the depth and focus of your content.
Why Semantic Keywords Matter in B2B SEO
Google is always looking for meaning. Through semantics, it connects queries to context. That’s why “semantic keywords” are valuable: they show search engines (and your audience) that your content covers a topic in depth, not just on the surface.
In B2B marketing, this matters even more. Buyers research, compare, and evaluate options over weeks or months. Their searches reflect that complexity, and they rarely stop at one simple keyword.
Let’s say you’re writing about CRM software. Your target buyer might type queries like: “Best CRM for mid-market SaaS companies”, “How to improve sales pipeline management”, or “Customer retention strategy software”.
Notice how these queries overlap?
They all touch on CRM, but each query brings in other concepts like pipelines, SaaS, retention, and strategy. If your content only repeats “CRM software” without weaving in these connected ideas, it feels shallow.
Search engines pick up on that, and so do readers.
How to Find Semantic Keywords
If you’re wondering where to start, the good news is you don’t need an advanced degree in linguistics. The tools and cues are already around you.
Here are some practical ways to find semantic keywords:
Google itself
Think of Google as your free brainstorming partner. Type your main topic into the search bar and pay attention to what autocomplete suggests. These are based on what people are actually searching for.
Another goldmine of phrases connected to your topic is when you scroll down to the “Related searches”. If you spend ten minutes poking around Google like this, you’ll walk away with a handful of semantically related ideas you can use immediately.
Competitor analysis
Looking at how others frame the same subject can be equally revealing. When a handful of top-ranking articles all mention concepts like “open rates” or “automation workflows” alongside “email marketing,” that repetition is a signal worth noting. It suggests these phrases aren’t filler but part of the broader context Google associates with the topic.
Customer insights
Of course, what shows up in search is only half the picture. The other half comes directly from your audience. Listen closely to the language they use in sales calls, support tickets, or industry forums. It’s common to discover that customers describe their challenges differently from how marketers package them.
We might say “process automation,” for instance, while customers talk about “cutting down repetitive tasks.” Bringing those words into your writing makes it more relatable and more likely to match real-world search behavior.
SEO tools
Sometimes the fastest way to spot semantic keywords is to use a platform built for the job. Semrush’s SEO Content Template is a good example. If you enter your target keyword, the tool analyzes the top 10 Google results for that query.
The first thing it provides is a list of semantically related words that those high-ranking pages tend to include.
But you don’t need to force every suggested word into your draft. Weaving in the most relevant ones helps your content match the language both readers and search engines already associate with the topic.
Content clustering
Finally, the bigger picture often emerges when you step back.
Instead of treating each article as an isolated effort, consider how related topics can reinforce one another. A main guide on “content marketing,” for example, naturally connects to supporting pieces on “lead magnets,” “SEO copywriting,” and “case study creation.” Interlinking these creates a semantic web that signals authority to both readers and search engines.
In the end, you’re building content that reflects the way people genuinely think and talk about a topic. When you approach it this way, it’s like seeing your topic in 360 degrees and making sure your content reflects that.
How to Use Semantic Keywords in Your Content
Once you’ve identified them, the question becomes: where do they go? The short answer: wherever they fit naturally.
You can use semantic keywords in:
- Headings and subheadings. Sprinkle related terms in H2s and H3s to show structure and variety.
- Body copy. Work them in where they flow, not where they feel forced. If a sentence gets clunky, leave it out.
- Internal links. Anchor text is a subtle way to highlight related keywords while guiding readers deeper.
- Lists and examples. Round out explanations with different phrasings your audience might recognize.
One of our favorite ways to explain this is with cooking. Adding semantic keywords is like seasoning. A little variety brings out the flavor. Overdo it, and the dish feels off.
The balance comes from writing as if you’re talking to someone who really cares about the subject, not a machine.
From Myth to Momentum
“LSI keywords” is one of those SEO terms that stuck around longer than it should have. But what really matters for your content is showing depth, variety, and context that reflects how people actually search.
For B2B marketers, this means writing with the full buyer journey in mind. Real prospects often have a series of connected questions, each building on the last. Your job is to create content that meets those questions with plain, relevant answers that connect back to the larger topic.
And hey, if you still see “LSI keywords” pop up in a conversation, don’t roll your eyes too hard. Just smile, maybe crack a joke about the 1980s, and gently swap in the real term, “semantic keywords”.
